Sony, Disney Step Into 3D TV Rabbit Hole

Burbank, Calif., September 7, 2010 — The Walt Disney Studios and Sony Electronics have joined forces in the United States to provide both consumer and retail education, promotion and marketing support for in-home 3D devices and content. The collaboration includes advertising and retail execution, as well as product bundling, including the Blu-ray 3D debut of one of 2010’s most successful films, Disney’s Alice in Wonderland.

Launching during the high-traffic holiday retail season, this innovative campaign, running nationwide in the U.S., incorporates 10 different Sony 3D BRAVIA HDTVs and includes one of the most successful 3D films in history, Disney’s Alice in Wonderland.

“We are excited to partner with Sony on 3D offerings and to offer consumers their first chance to experience one of 2010’s top 3D films and the amazing spectacle of Wonderland in their very own homes,” said Lori MacPherson, General Manager of Home Entertainment for The Walt Disney Studios. “We recognize Sony is a leader in HD hardware and we know movie lovers will enjoy the immersive content that is a part of Disney’s 3D titles.”

The marketing campaign features multiple consumer incentives as well as a comprehensive television, on-line, social media and print campaign. With the purchase of select Sony’s 3D BRAVIA HDTVs, consumers will have a choice between Alice in Wonderland or the family favorite Bolt on Blu-ray 3D.

In many markets outside of the U.S., Disney will also make available the Blu-ray 3D version of Alice in Wonderland and Bolt for select Sony 3D products. Details of the campaign in each market will follow.